The Hyères Festival of Fashion and Photography has always attracted a rather alternative bunch. The annual gathering, which takes place on the French Riviera each spring, divides its twenty contestants into two categories—fashion and photography—and crowns one winner in each.
This year, however, there will be an extra winner. Chloé is launching its new prize, one they hope to continue awarding for at least three years, and asking each nominated designer to create a silhouette in the spirit of the brand. The winner will take home $20,000, though there’s no word on whether or not the winning look will be produced.
It’s also the first year that Chloé‘s sponsoring the festival, and their doing so should attract extra attention to a previously niche festival. Hyères runs from April 27 to 30th.